Lids has recently partnered with the NHL to roll out a unique store environment. The partnership includes a brand new flagship store in NYC’s Midtown with an experiential store setup.
The store opening was strategically set at the start of the NHL season in an effort to drive consumer traffic levels to the brick-and-mortar location. The store serves as the ultimate destination for hockey fans, with dozens of high-def TV’s and jerseys for every player in the NHL. The Stanley Cup will make appearances at the store throughout the hockey season.
Lids also partners with other sports leagues to enhance their overall store experience and expand to international markets. When it comes to sports merchandise, there needs to be a physical element – consumers prefer to shop for these items in a brick-and-mortar environment.
“Truly, for people to enjoy retail – it has to be an experience. There has to be a broad selection and the ability to try things on and feel merchandise. It’s very interactive and exciting,” said Tom Ripley, CEO of Lids, during a podcast with Total Retail Talks.
Lids allows Fanatics to have full control of their online channels so that they can focus solely on their brick-and-mortar locations. This has allowed them to enhance their overall experience and be able to scale the company to achieve long-term growth levels. The company is constantly looking for new opportunities to open stores in new markets.
Today, Lids has over 2,000 locations – with 700 of those locations in malls. The company prides themselves on being a mall-based retailer.